1. Summary Launch Plan For Kelloggs Froot Loops
By Group-9, Section: B,
Ambati Giridhar Ravikumar- 2016PGP049
Halavath Bhuralal PGP135
Nikhil Raj Ransoth- 2016PGP307
Priyanka Mohanta- 2016PGP288
Shashank Gupta- 2013IPM084

2. SWOT ANALYSIS OF KELLOGGS

3. STP OF KELLOGG’S FROOT LOOPS
Segment: Kids and Mothers
Income: Middle and High Income groups
Behaviour: Moms who value nutrition and health
Primary target Segment: (8-12)year old kids-Consumer
Secondary target segment: Mothers- Customers
A perfect fun breakfast cereal for children

4. Our Marketing Strategy
Balanced breakfast cereal for kids
Tasty and colourful
Available in different shapes such as loops, bloopers
Channels of distribution: Push through the existing channels of kelloggs chocos
Should be launched in Tier 1 and Tier 2 cities
Product
Place
Providing free trail packs and selling it with chocos
Gave away free gifts with packs of froot loops. E.g. Glowing stickers with Rs. 30 pack.
Promotion
Comparable to chocos, premium of Rs 20 over its existing price
Price
Different Sku’s – 500 gm family pack, Rs.30 pack of each variant.
Packaging

5. Consumer Communication
Go To Market Strategy
Launch animated TV commercials featuring Toucan Sam to gain kids attention .
TV commercials should be broadcasted on kids TV networks like POGO, Disney etc.
Launch commercials
Give free trail packs along with chocos to aware users regarding the taste and texture of the product
Give freebies like stickers and toys with the packs
Consumer Promotions
Come up with a communication strategy focussing on kids
It should emphasize on the fun and taste elements of froot loops
Organize fun activities and games involving kelloggs froot loops mascot at various malls
Consumer Communication
Margins of about 2% above chocos must be given to retailers incentivising them so that we occupy shelf space and gain visibility
Trade Promotions
Gather valuable insights from customers by launching the product in a test market i.e. a closed community or a locality and customize accordingly
Consumer Experience